Juicero

Juicero was a company based in San Francisco, California, that sold a juicer connected to the Internet which was designed to squeeze packets of pre-juiced fruits and vegetables, sold by the company, to produce juice at home. The company was founded by Doug Evans in 2013, with the Juicero system officially launching in March 2016. Despite initial hype and substantial investment, Juicero became controversial for the high cost of the juicer, the proprietary juice packets required to use it, and revelations that the packets could be squeezed by hand without using the device. The company ceased operations in September 2017.

History

Juicero was established with the vision of revolutionizing home juicing by making it easier and more accessible to consumers. The company raised over $120 million from various investors, including Kleiner Perkins Caufield & Byers, Google Ventures, and other high-profile entities. The Juicero juicer was initially priced at $699, which was later reduced to $399 in response to criticism over its high cost.

Product

The Juicero juicer was a complex piece of machinery, approximately the size of a small kitchen appliance. It connected to the internet to download the pressing instructions for each specific juice packet, which contained pre-chopped fruits and vegetables. The device used a powerful press to squeeze the packets, which were sold via subscription by Juicero, producing a glass of juice. The company touted the freshness of its produce and the convenience of the system, which required no preparation or cleanup beyond placing the packet in the machine and starting the press.

Controversy

The Juicero system came under scrutiny in April 2017 when Bloomberg published a report showing that the juice packets could be squeezed by hand, without the need for the expensive Juicero machine. This revelation led to widespread mockery and criticism, questioning the necessity and value of the Juicero system. In response, Juicero offered refunds to all customers who requested them.

Closure

Despite efforts to revitalize the company by reducing the cost of the juicer and offering refunds, Juicero announced it was suspending operations in September 2017. The company cited the inability to lower costs to a sustainable level and the challenges of scaling a fresh food company as reasons for its closure.

Legacy

Juicero is often cited as an example of Silicon Valley excess and the pitfalls of venture capital investment in technology startups without sufficient market validation. The story of Juicero serves as a cautionary tale about the importance of product-market fit and the risks of over-engineering solutions to simple problems.